About Us.


Founded by Bryan Clay and Joe Culver, Eat The Frog Fitness is a new fitness training concept born from decades of elite, science-based athletic training and expert knowledge of the fitness industry.

Olympic Decathlon Gold & Silver Medalist Bryan Clay earned the title of “The World’s Greatest Athlete” during the Beijing Olympics in 2008. So, what does a 2 time Olympic Medalist, 3 time World Champion, and 4 time US National Champion do after his athletic career ends? Well true to fashion, Bryan has continued his relentless pursuit of accomplishment, only this time in the entrepreneurial world.

Joe Culver, has spent the past two decades as an executive for several companies, as well as business entrepreneur and Founder/CEO of Thrive Community Fitness and TCF Franchising, Inc.

Bryan and Joe have co-founded a new fitness concept with a unique name. Empathizing with societies age-old propensity to put off fitness, Eat The Frog Fitness (ETF Fitness) was inspired by Mark Twain’s famous quote: “Eat a live frog first thing every morning and nothing worse will happen to you the rest of the day.” - Mark Twain

WHAT's the difference?

  • icon liveLive & Virtual 24 Hr Access -
    Technology infused Training Studio
  • icon groupPersonalized Small Group Training Model
  • icon evalPre & Post fitness evaluations
  • icon plansTraining plans designed by the Best Athletes in the World
  • icon trainingAthletic-based Periodization Training that keeps members
    continually challenged
  • icon scienceScience based fitness programs
  • icon classesSessions offered: Strength, Cardio and Agility
  • icon appFitness App with goal setting, workout summary,
    individual/team fitness challenges, and redeemable points at
    national/local stores
  • icon wellnessCorporate Wellness Program
Let's get started.

Join Now

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According to Clay “Your ‘frog’ is your biggest, hardest task of the day. I think of it as the one immediate task that could have the greatest positive impact on your life and for many people, that’s fitness.”


OUR PROPRIETARY TRAINING METHODS are DESIGNED TO DELIVER the most EFFECTIVE training experience in the market.

Bryan has taken his knowledge of successful fitness regimens and tailored them to create a powerful training experience for people of all fitness levels. It all starts with the ETF Fit Test, designed to identify the areas of fitness you need to focus on. Whether it’s Strength, Cardio or Agility, each member will receive a personalized training plan or what we call your “ETF Prescription”.

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If it’s your first time in the gym or you’re an elite athlete, our system adapts to your level of fitness. Every 8 weeks you will measure your growth by completing the ETF Fit Test. This re-assessment reveals your growth and provides you with a new and challenging ETF Prescription. This critical component of the Eat The Frog Training System ensures your continuous improvement toward your fitness goals.


24 7 iconIncorporating a unique blend of convenience and quality, Eat The Frog Fitness combines the best of personal training and small group training with affordability and accessibility. Our training sessions are 55 min in duration and consist of unparalleled elite athlete training insights.

Enjoy having a coach to encourage and guide you through your workouts? Then our live coached sessions are perfect for you. Scheduled during our peak hours, live coached training sessions will lead you through dynamic warm ups, interval circuit training and cool downs.


Offering an equally impressive experience our virtual training sessions are a great option for the independent member or for the member who never has time for fitness. Take advantage of all the same perks as a live coached session minus the coach. Scheduled during non-peak hours, our proprietary virtual sessions use a virtual coach to help guide you through your workouts efficiently and safely.


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